Opinion Articles

Hotel Brand Management Agreements* and the Economic Downturn: Lessons Learned or Lessons Forgotten?

If the global recession of 2008 was an earthquake, its aftershocks are still being felt throughout the hotel industry. The recession has caused occupancy and rates to plummet, sending hotel values into a downward spiral. HVS recently reported that the average value of hotels across the United States is expected to drop to $50,000 per key in 2010, down 50% from the high water mark of $100,000 per key in 2006.